The actress will star in the Spanish company's ad campaigns for the next three years representing Loewe's values of passion and excellence.

Spanish brand Loewe has announced that Penélope Cruz will be the brand’s new international image for the next three years. The first and only Spanish actress to win an Oscar will be starting January 2013 the brand’s ambassador, embodying the values of passion, authenticity and excellence that characterise Loewe.

Penélope Cruz stated that “Loewe is an international firm proud of its Spanish roots. It is an authentic brand with plenty of history. Their collections are made by master craftsmen and Spanish have always admired its work. I feel lucky to be part of this project.

Stuart Vevers, Loewe’s creative director, said that “As a designer, Penélope’s powerful and sensual beauty has been for me an inspiration and a constant reference of my ideal Spanish woman since I started working at Loewe.”

Loewe is the Spanish luxury brand founded in 1846, now with 170 boutiques spread across the world, and it has been part of the LVMH group since 1996. After the eye-catching ad campaign with Ángela Molina, Clara Lago, Andrés Velencoso and Bimba Bosé, as well as the controversial video for “Loewe’s Youngsters”, the Spanish company embarks on a new project that is certain to bring out our emotions. But we will still have to wait until January to check out the results.